LinkedIn has started sending announcements to its users saying, “We’re excited to introduce you to Sponsored Updates—a new way to reach your target audience on LinkedIn.”
Using the hypothesis that “professionals on LinkedIn seek relevant content,” with ‘Sponsored Updates,’ LinkedIn wants users to reach them right in their feeds, irrespective of what device they’re using—desktop, mobile, or tablet.
Sponsored Updates start with the LinkedIn Company Pages, where users can publish compelling updates about their brand, company, or organization. They could sponsor those updates to the same audience they target with their advertising campaigns, giving them more reach, placement in the LinkedIn feed, and quality leads.
LinkedIn is aiming to address three sponsor objectives through these updates:

Raise awareness and shape perception: LinkedIn Sponsored Updates could provide a marketing solution for rapidly increasing awareness and shaping the perception of your brand, products, and services.

Drive quality leads: These would expectedly generate quality leads by sharing insights that professionals seek. Watch that content spread via the peer sharing that occurs naturally on LinkedIn.

Build relationships with the world’s professionals: [Marketers] could publish content with Sponsored Updates to create value and establish trust that sparks ongoing conversations and deeper customer relationships.
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